that includes the beautiful zak posen dress that naomi wall streets wore in a deep, blood red. allison williams wore a black jay mendel. those and many more beautiful dresses will be available on the site this week. >> i love the story of how this business model of yours got started. because your originally the story was you were hearing from designers who made these beautiful dresses and then the retailers eventually would say, for whatever reason, we don't want to order enough, we don't want to order them at all and you essentially took out the middle man in a big way, right? >> absolutely. this model was very much about the designer, but also about the customer. there was a disconnect there. there's a designer making these beautiful pieces, wanting to sell those beautiful pieces, and a customer who wanted to buy these pieces. so it made absolutely no sense that it couldn't happen. >> let's say i'm a customer who would love to buy that black dress. how much does it cost? >> which is true. >> which is, yeah, a little bit of truth to that. how much would that cost? are they ava